HalfPrice
New shopping experience for club members
HalfPrice is a new brand offering a curated selection of clothes, shoes, cosmetics and household goods at lower prices. Atomstore, a premium e-commerce platform invited me to conceptualise and design the online store.
The result is a unique club experience where the member is notified about the campaigns ahead of time and gets better deals. This creates a lasting relationship between the user and the brand.
Client: CCC Group
Years: 2021-22
Role: UX Design, UI Design
Platform: Atomstore
Link: www.halfprice.eu
Context
HalfPrice value proposition is a selection of special deals served as curated, time-limited campaigns, accessible exclusively for club members.
Team was challenged to create an information architecture that will ease browsing experience of personalised campaigns and products. Customers can enjoy curated offers based on their preferences and transaction history. Users can access cross-campaign landing pages, campaigns and single products from mailings, notifications and page itself.
We explored multiple layouts and interactions to maintain a balance between intriguing users to discover more products and giving a sense of control over the time-limited offers.
During the ideation phase, at the workshops, we defined and co-designed core functionalities.
We worked on multiple layouts and interactions to deliver:
In-store & online campaigns
Dedicated campaign layouts for logged-in / not logged in users
Campaign notification settings,
Campaign timer and product reservation
Browse campaigns and products
Checkout experience
User profile pages
Campaigns were meant to engage user and clearly communicate as limited-time offers
We had to think about what components to use without an overload of the user. We designed few solutions to remind users about the limited time, however, we decided to make it as subtle as possible. Listing cards are modular and adapt to campaign settings such as themes or partnerships
When browsing products user can:
be notified about the products or campaigns with selected ways of notification - email, web push or text message.
land in the campaign, browse and filter items
create a list of favourite items
make a reservation for 20 minutes and the time left for the campaign is presented as a counter.
Filters were introduced to narrow down the selection of deals
The product card has a couple of unique features considering the lower price, limited times and quantities.
Lower price
Time limit of the offer
Size selection with reservations and sold-out items
Size charts clustering various manufacturer sizes
Longer delivery time as an offer trade-of
Clear and performing checkout experience
We build the clear and understandable checkout experience considering that users can buy products from multiple campaigns. To ensure a consistent experience for all users, every piece of content needed to be fully accessible on desktop and mobile.
Shopping path features:
Engaging free delivery information
Divide the order into multiple packages for shorter delivery
Wait for one package which is promoted as an eco-friendly option.
Closer look at the customised components
I carefully designed all the components to be easy to use, match the brands identity, be technically feasible and give pleasant treat to the users eye. I designed error states with error texts.
The outcome
The HalfPrice online store was introduced in November 2021. Almost half of the sales come from e-commerce channels. In Q2 2022 HalfPrice income grew by 354% year-to-year, which is the biggest growth from the group’s portfolio brands. Grupa CCC has 76 HalfPrice physical stores and has the ambition to have 100 HalfPrice stores by next year and further invest in the online channel.
Nieruchomości-online.pl